传播学视阈下绍兴黄酒的“酒设”打造与有效传播研究
Research on the Crafting of the Wine Persona and Effective Communication of Shaoxing Rice Wine from the Perspective of Communication Studies

作为中国传统酒类的杰出代表之一，绍兴黄酒具有独特的非遗酿造技艺与较强的文化可塑性。然而随着国内酒类市场竞争加剧以及新时代下年轻消费者群体消费需求与偏好的变化，绍兴黄酒面临市场份额下滑、传播效果低迷的困境。本文以传播学5W理论为指导，梳理绍兴黄酒“酒设”打造现存问题并从产品体系、文化认同、设计创新、传播渠道等方面提出“酒设”打造与有效传播的针对性建议，为未来绍兴黄酒品牌的发展与创新提供有价值的理论参考依据。
As an outstanding representation of traditional Chinese alcoholic beverages, Shaoxing rice wine possesses unique intangible cultural heritage brewing techniques and remarkable cultural adaptability. However, with the intensified competition in the domestic alcoholic beverage market and evolving consumer demands and preferences among the younger generation in the new era, Shaoxing rice wine is facing challenges such as declining market share and underwhelming communication efficacy. Guided by the 5W theory of communication studies, this paper analyzes the existing issues in the crafting of the wine persona for Shaoxing rice wine and provides targeted suggestions for the development of effective communication through aspects such as product system, cultural identity, design innovation, and communication channels. This study aims to provide valuable theoretical references for the future development and innovation of Shaoxing rice wine brands.